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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/48405

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48405

Title:	When does gender counts: Further insights into gender schematic processing of female candidates` political advertisements
Authors:	Chang, Chingching 張卿卿
Date:	2004-08
Issue Date:	2010-11-22 20:19:33 (UTC+8)
Abstract:	In this study we explored viewers` responses to advertising by female political candidates. Gender schema theory provided the basis for developing a better understanding of the circumstances when voters evaluate female candidates and how cognitive representations of what women are like influence viewer responses. Results showed general support for the predictions derived from gender schema theory. That is, participants did seem to rely on gender schema in making judgments, a form of inference making known as “default processing,” when information was absent. Results also indicated that participants relied more on gender schematic processing when the advertisement elicited positive emotions and less on gender schematic processing when exposed to an attack ad. For comparison, viewers` responses to male candidates` political advertising were also examined. We conclude with a discussion of the implications of these findings for political campaigns.
Relation:	Sex Roles,51,197-208
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1023/B:SERS.0000037763.47986.c2
DOI:	10.1023/B:SERS.0000037763.47986.c2
Appears in Collections:	[廣告學系] 期刊論文

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